Fox One Bets Big on World Cup for Streaming Growth

Fox One is implementing new product features and enhancements in anticipation of the 2026 FIFA World Cup, which it considers a pivotal moment for the streaming service. The platform aims to engage users with matches that might not typically attract mainstream interest by providing context and narrative arcs.

Expected to draw at least 15 million fans for each U.S. match, Fox One targets a total of 150 million viewers for the tournament. A primary challenge is retaining these viewers for other content, including news, entertainment, and podcasts.

To elevate the viewing experience, Fox One will introduce generative AI-powered summaries offering country-specific context and team performance data. Additional features include a "Hero Spotlight" for key moments and a new dashboard called Canvas for centralized access to information.

Other enhancements planned for the World Cup include Key Plays Rewind for game highlights, in-stream statistics, personalized multiview experiences with customizable streams and ISO camera angles, and personalized notifications. The service is also exploring AI to personalize content discovery through tailored prompts from models like ChatGPT.

Beyond the World Cup, these features will extend to other major events like the NFL, college football, the World Series, and midterm elections. Fox One also plans to improve its vertical video experience, "Shorts," and enhance podcast discoverability.

The service is expanding its distribution through platforms like YouTube Primetime Channels and The Roku Channel, while also exploring potential future partnerships. Fox One is committed to refining its value proposition and direct customer engagement, rather than becoming an aggregator in the short term.